Tomato – Sustainable Agriculture Understanding in Central Europe

The Interprofessional Organization "OI Pomodoro da Industria Northern Italy", which operates, among other things, with the aim of promoting solutions and methodologies that favor the environmental sustainability of the supply chain, intends to launch an investment plan to communicate to the European internal market the high quality and environmental performance standards of the products of this supply chain, with the aim of increasing their competitiveness and their consumption in the countries that have been identified as priority targets. The product processed by OI corresponds to 25% of the tomato processed in Europe with a high export rate to EU countries, therefore the high production standards applied by this supply chain are representative of the merits of Union agricultural products and the high standards applicable to production methods in the Union. Most of OI's members already have a consolidated network of commercial relationships with buyers in the large-scale retail trade, Ho.Re.Ca. and Processing and journalists and bloggers used in the food sector. Strategic is therefore the choice of addressing as a
priority the operators in the sector, through B2B actions, with the aim of providing them with a series of information and data on the sustainability of European industrial tomatoes, which could in turn be conveyed to final consumers, further amplifying the impact of the project. The target countries are France and Germany as they represent the two top markets in terms of turnover for tomato consumption in Europe.
The action intends:
OB1_Improve the level of knowledge of the merits of Union agricultural products and of the high standards applicable to production methods in the Union (Industry Tomato Supply Chain)
OB2_Develop specific knowledge in the target audience on the sustainability of the different phases of the life cycle of the products
promoted by the project.
OB3_Strengthening the role of EU tomato-based products in the two target markets